User research + analytics = brilliant content

People often take sides regarding the effectiveness of qualitative insight like user research, vs quantitative data such as analytics for finding user needs. But they’re natural partners, and by combining them you can overcome the inherent limitations in each.

User researcher Charlotte Clancy and I combined the two disciplines, resulting in measurable improvements to GOV.UK content.

See post on GDS blog – Combining user research and analytics to improve the user experience

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